Snackable and visually exciting content helped spread the message of STEM Scouts to a wider audience by capitalizing on social trends.

Bite-sized content with big results.

After a successful pilot program in Knoxville, STEM Scouts needed a way to raise awareness and increase interest in new cities. We utilized the second year campaign—“Shape, Tinker, Explore, Make”—to craft a full social campaign using a variety of content and platforms, such as blog posts, graphics and videos on Facebook, Twitter, Instagram, Vine and YouTube.

Tinker, for example, became short, visually exciting video science experiments with the encouragement to “tinker with everything.” Each of the second-year terms addressed different objectives, such as reach household decision-makers, increase traffic to the website or generate an interest in the program.

Videos were produced in-house by a small team on a limited budget and saw great success. In the first few months of the campaign, the program’s following more than doubled on Facebook, had a post go viral and won a handful of awards. Among the awards are 2016 ADDYs Gold and Judges Choice; the overall STEM Scouts campaign won ADDYs Best of Show and a PRSA V Award of Excellence.

Highlights and Performance Metrics

In the first six months, the campaign saw a great deal of success across multiple platforms.

Social campaign posts generated more than 1,680,000 million impressions on Facebook and Twitter.

Campaign videos racked up over 770,000 views on Facebook, Twitter and Vine.

The program gained 2,300 followers on Facebook, Twitter and Instagram.